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Route Mobile: Keeping up with technology advances

June 07, 2016
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Route Mobile was founded in 2004 at a time when the mobile messaging (SMS) business had just started to gain traction. Since then, this market has evolved considerably, with a significant part of the messaging traffic now being routed through over-the-top (OTT) applications. Route Mobile, however, has managed to sail through this change and continues to remain a significant player in the messaging segment.

The company’s success in this space can be attributed largely to its strong focus on the enterprise segment. While the peer-to-peer (P2P) SMS traffic has fallen considerably due to the entry of OTT players, the growth in application-to-person (A2P) messaging, wherein business organisations send messages to people, remains strong.

In the past five years, the company’s revenues have grown at a compound annual growth rate of 48 per cent. At present, it has around 18,000 customers and 10 offices in six countries including India, Canada, Congo, Nigeria, the UAE and the UK. In the mobile messaging space, it routes a massive 1.9 billion messages a month worldwide on its homegrown technologies. In addition, the company has 155 mobile operators that are its global direct connect partners.

Key offerings

Route Mobile offers a plethora of services in the mobile messaging and voice segments. Operators and enterprises are offered these services through the company’s own user interface or through application programming interfaces.

In the messaging space, the company has built its own technologies and associated infrastructure, including a short message service centre (SMSC), SMS firewall, short message peer-to-peer (SMPP) platforms and home location register (HLR) lookup service. Further, Route Mobile offers SMS Hubbing solutions, which enable international mobile interoperability through hubs to intermediate SMS traffic. According to Rajdip Gupta, founder and chief executive officer, Route Mobile, “our company is the only GSMA accredited open HUB connectivity solution provider in South Asia. This authorises it to handle not only A2P services but also P2P traffic for enterprises and mobile operators.”

The SMS firewall solutions developed by Route Mobile help enhance customer experience by monitoring, controlling and filtering the huge amount of SMSs received by operators through defined keywords, rules, subscriber identity and location, thereby safeguarding them against SMS fraud and spamming. Meanwhile, the company’s dedicated SMSC, which is hosted worldwide, helps mobile operators and mobile virtual network operators to achieve broad international SMS coverage without entering into expensive and complex bilateral agreements. The SMSC supports a suite of messaging service features, which cater to the needs of operators, subscribers and third party application service providers. It comes with a user-friendly interface for carrying out system provisioning and maintenance through browser access. The company also provides SMPP platforms that act as an aggregator and receive messages from various users through different interfaces, then process these messages and subsequently forward them to the destination routes.

In the voice segment, Route Mobile offers a complete end-to-end service platform, which allows the subscribers to enjoy voice-based value added services. The platform includes various features such as advanced call transfer, call record, voice mail, milestone-based logging, as well as excel and web lookup features. The voice services can be utilised as both outbound and inbound applications.

Apart from these, the company provides a HLR lookup system that facilitates enterprises to save cost by verifying and eliminating invalid/non-existent mobile numbers from their database. It also provides an Integrated Leads Response Management Solution that can be used for customer interactions, conducting polls, seeking customer feedbacks, validating mobile numbers, tracking products, organising contests, etc.

Future plans

Going forward, Route Mobile plans to expand its service portfolio by launching more products and applications. The company intends to increase its global presence especially in Latin America, Africa and Southeast Asia. It also aims to increase the number of global direct connect partners to ensure superior delivery rates. In addition, the company is planning to launch an initial public offering (IPO) by end-2016 and expects to raise Rs 5 billion through the same. The IPO proceeds will be mostly spent on acquisitions, which will help further expand the company’s offerings.


Route Mobile’s growth hinges on the continuity of SMS as a viable messaging option and it is unlikely that SMS will lose relevance in the near future. According to Gupta, the global SMS traffic is expected to increase from 9.3 trillion in 2013 to 12 trillion in 2017. In fact, applications such as alerts and notifications, one-time passwords, transaction confirmations, reminders, promotional activities and customer relationship management will support this growth. However, in order to leverage these opportunities, it is imperative that Route Mobile constantly upgrades its offerings and aligns itself with the changing dynamics of mobile messaging.


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